Tmall Brand Original Collection Store " Try Out " Closes New Retail Is Not Fun.

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The two phase of the first floor of the main entrance to the right side of the net red shop "try fitting room" has been quietly closed.

From November 26, 2016 to less than two years, the net red shop, which can be described as a "golden spoon", has gone through a surprise process from a high-profile business to a dark business.

Time to return to October 2016, when

The founder of Ma Yun first put forward the concept of "new retail" and said that when the era of purely electronic commerce is coming to an end, everyone is curious about how Ali will play "new retail". Only a month later, on the day of double 11, the "new retail" in Tmall's brand original collection shop "jooos", the first store in Hangzhou City, was launched on the first floor of the two phase of Xingguang Road, and was officially opened in November 26th.

The total area of the store is 2000 square meters, and the game is different.

Positioning for the exclusive female club member "try clothes room" gate at the gate, consumers need to download APP scan code to enter.

People who have been to this store know that the store, which is born with the new retail gene with ALI, moved the top price of Tmall's top goods to the line: the goblin pocket, the maze, the secret fan, the sugar power, the lodge... The store integrated the Tmall Top100 sales list and selected the most representative of the buyers in it: the 4 series of women, the celebrities, the OL and the female.

Let's take a look at the store's first day of business:

Encourage try out is the core word of this store, consumers can not only try to wear clothes in the shop, but also can make up and take pictures and send friends circle.

The store is equipped with a special self dressing theme dressing room and beauty lamp, background screen, large screen, mobile phone bracket, shooting props, cosmetics and other self timer. It aims to satisfy every girl's "fitting room" dream and make up for the empty feeling of trial fitting brought by modern online shopping.

At that time, the shop was known as the first shopping experience paradise specially designed for girls in the country.

For example, body training, nail, salon and other services, free trial display in the shop.

Enjoy special service.

There are two ways of shopping: picking up the goods inside the store and sending the order online to the home.

At that time, the brand said it would be there.

Continue to open shop, will also meet with you in more cities in the future.

But now, this grand plan has died out.

The "Lian Shang net" has made a detailed understanding of the two aspects of Xingfang Avenue and brand.

The official responsible for the two phase of Xingguang road said that the trial / fitting room was withdrawn this year. The new address was being discussed at the original address of the shop. However, the other side refused to disclose the reason for the withdrawal of the lease on the grounds of business secrets and why the new brand was sacred.

And those who had served in the trial and dressing room revealed that the brand operation team had long been disbanded, and the whereabouts of the brand were the backers of the brand new retail game, Ali.

When asked whether there were other stores in the brand, the person said no.

In the background of the gradual decline of traffic dividends on the Internet, the business tycoons headed by Ali turned to attack the flow base under the occupation line, so as to hatch new retail gameplay and samples one by one.

But the lack of solid retail genes and offline combat experience players can be difficult to eat in a battle of business entities.

Of course, there will be multiple factors behind the closed shop.

It is worth mentioning that the two phase of Xingguang Avenue introduced the box horse fresh life on the first floor and will open in September 28th.

Box horse is the most popular new retail species in Ali, and the main door of the original fitting room is wrapped tightly by the enclosure of the box.